Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy
Policy.

Those who want to appear in the interactive video can film and upload their own video content via a microsite, which they can later share with friends through social networks.

Creative from the advert is designed to show the universal teenage ritual of “cranking up the stereo and enjoying a moment of release through music at the end of their day”.

The brand hopes that the campaign depicts the universal nature of music and Coca-Cola by featuring hundreds of teens of different nationalities in the advert, alongside One Night Only.

The initiative is the latest instalment of Coca-Cola’s Open Happiness campaign, which has now launched in over 200 markets.

Coca-Cola global advertising strategy VP Jonathan Mildenhall says the music-themed campaign has been designed to cater for the teen market who “are the most demanding target audience as far as creativity is concerned”.

The Walls campaign is the beginning of a marketing push called under the Coca-Cola Music banner for this year and that will also see Maroon 5 working on a track in real time with fans via new technology.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

More service-led companies are using voucher schemes to partner with trusted retail brands and share the benefits of increased sales and prestige. Money-off vouchers have been around since brands were invented, but when two brands get together to offer deals in partnership, the benefits for both can be considerable. And in this culture of consumer […]

Click here to read the cover feature: Ann Lewnes, senior VP of marketing, AdobeClick here to read about Adobe’s CSR Marketing Week (MW): Your tools are expensive, and some go up against cheaper alternatives. Does any of that force down your price points? Ann Lewnes (AL): Our products are the best in every category, so […]

You should read this

British American Tobacco (BAT) is test marketing its Lucky Strike Originals mail order catalogue this week in the UK, Holland and Spain. It is the latest step in the company’s battle to diversify into new areas to counter European restrictions on tobacco promotion. The prize, say observers, is for BAT to transform itself into a […]

Featured Recruiters

Latest from Marketing Week

With home ownership among young people continuing to drop, a new market is emerging for subscription-based and “versatile” furniture brands that want to change the relationship consumers have with material goods.

Story of my CV: Performance marketing specialist Stuart Brann caught the startup bug early on in his career before taking his digital skills to more traditional financial services players like Barclaycard and TSB.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Already a member?

Sign in

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Type anything and hit “enter”

Sign in

Not registered yet?

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.